Instagram
isn't just for people who love to take pictures of their shoes or their food.
Big brands have been using the platform to create highly engaging campaigns. As
a marketer, there are lessons to be gleaned from each of these advertising
efforts. Here are two great Instagram campaigns and what you can learn from
them.
Ben & Jerry's
#CaptureEuphoria
Earlier
this year, ice cream makers Ben & Jerry asked their followers to snap
pictures of euphoric moments, as euphoria is the emotion they
want their customers to associate with their product. Images did not have to be
related to their product. Winners of the contest had their photos pictured on
outdoor advertising campaigns in their local areas.
Pictures
depicted a wide range of euphoric moments, from jumping up into the air, to
toes in the sand, to a dog with its face stuck in a Ben & Jerry's
container. They received more than 17,000 entries and, even though the contest
is over, the hashtag is still in use today.
What You Can Learn
Even
if a contest isn't related to your brand directly, it can still increase
awareness of your brand. Those 17,000 photos were seen by thousands more
people, spreading the word about the contest and, thus, the brand. When you
create unique and engaging hashtags, their staying power can long outlive your
contest, ensuring that your message is spread even further.
Giorgio Armani
#FramesofLife
Giorgio Armani has harnessed the
power of Instagram to promote their eyewear. Although they've ran a Frames of
Life campaign before, last year was the first time that the brand incorporated
Instagram. The fans responded well to the campaign even though there was no
product to win. Their pictures are simply featured on the luxury brand's
website along with the corresponding eyewear from their line that can be used
to achieve the same look.
What You Can Learn
You
don't always have to offer a prize in order to get good engagement with your
followers. If your corrosion prevention
coating for metal
is good enough, people will be more than happy to promote it in a creative way.
Campaigns like this can also offer insight about what your customers are into.
This
can provide you with a valuable opportunity to create products for your company
according to their tastes, or learn which features of
your product to highlight based on the customers' preferences.
Instagram,
like other social sharing platforms, offers a wealth of opportunities for
marketing campaigns. If you’re not sure where to start, taking a look at
successful campaigns from other brands is a great way to get inspiration.
Adrienne Erin is a
social media and internet marketer who loves to share the tips she’s picked up
over years spent growing with the industry. She writes regularly for
SiteProNews and Search Engine People.
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